🛹 HUF: A Legacy of Skateboarding, Streetwear, and Counterculture

In the world of skateboarding and streetwear, few names carry the weight and authenticity of HUF Worldwide. Born from the gritty sidewalks of New York and the creative pulse of San Francisco, HUF has grown into a global icon that represents more than just fashion—it embodies a lifestyle, a movement, and a tribute to skateboarding’s rebellious spirit.

🌆 Origins: From NYC Streets to SF Boutiques

HUF was founded in 2002 by Keith Hufnagel, a professional skateboarder who grew up skating in the raw, urban landscape of 1980s New York City. After moving to San Francisco in 1992 to pursue his skateboarding career, Hufnagel opened a boutique in the city's Tenderloin District, curating rare and respected brands from the skate, streetwear, and sneaker scenes. He named the shop HUF, a nod to his nickname from his graffiti and skate days.

The store quickly became a cultural hub, and Hufnagel soon launched his own label under the same name, blending skateboarding ethos with streetwear aesthetics.

🧢 What Makes HUF Notable?

HUF isn’t just a brand—it’s a philosophy. It’s known for:

• Clean, provocative design: Mixing vintage Americana with modern streetwear.

• Quality craftsmanship: Durable apparel and footwear built for skaters.

• Cultural collaborations: Partnering with artists, musicians, and designers.

• Bold statements: Iconic drops like the “F*CK IT” collection that challenged norms.

HUF also made waves with its signature footwear, including the celebrated Dylan Driver, designed for team rider Dylan Rieder, whose legacy continues to inspire the brand.

🛹 Sponsorships and Skate Team

HUF has always stayed true to its roots by sponsoring a diverse and talented skate team. Over the years, the brand has supported riders like:

• Dylan Rieder – A style icon and skate legend.

• Brad Cromer

• Tyler Bledsoe

• Austyn Gillette

• Joey Pepper

• Dan Plunkett

These skaters didn’t just wear the brand—they helped shape it. HUF’s team has toured globally, competed, and starred in influential skate videos that pushed the culture forward.

🌍 What’s HUF Up to Now?

Today, HUF is headquartered in Los Angeles and continues to thrive as a global lifestyle brand. It operates stores across the U.S., Japan, and Europe, and regularly releases new collections that blend skate functionality with streetwear innovation.

Recent highlights include:

• Seasonal drops like the Fall 2023 collection, which fused collegiate vibes with rugged outdoor aesthetics.

• Collaborations with brands like Toyota Racing Development, bringing motorsport heritage into streetwear.

• 20-year anniversary celebrations, honoring Keith Hufnagel’s legacy and the brand’s cultural impact.

Though Keith Hufnagel passed away in 2020, his vision lives on through every stitch, graphic, and grind. HUF remains a beacon for those who see skateboarding not just as a sport, but as a way of life.

HUF "Forever" Full Length

HUF Japan: Tokidoki